Shopping at Macy’s just got a whole lot more colorful. The retail giant unveiled its Story at Macy’s concept shop at 36 of its stores in 15 states on April 10. The store-within-a-store based on the popular Story concept shop in NYC will rotate its theme every few months. (Photo via Eugene Gologursky/Getty Images for Macy’s)

The first shop, Color, features over 400 curated products arranged by shade in a dazzling display in partnership with designer David Stark. “It’s versatile, universal, engaging, and something we can all relate to,” said Rachel Schectman, founder of Story and Macy’s brand experience officer, at the NYC opening. (Photo via Macy’s) Customers of all ages will be able to explore picks from well-known and little-known brands. “The number one objective is that we wanted it to be fun,” said Jeff Gennette, Macy’s, Inc. chairman and chief executive officer. And to realize that goal, each Story at Macy’s will host free events that speak to the theme. For Color, expect more than 300 experiences including Crayola crayon melting for Mother’s Day, customizable Levi’s jackets, and personalized palettes from MAC Cosmetics. (Photo via Macy’s)

Find out if Story at Macy’s is in your area here. (Photo via Eugene Gologursky/Getty Images for Macy’s)

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